Local SEO · Beginner

Online reviews

Online reviews are customer ratings and comments on platforms like Google, industry sites and marketplaces. They influence local rankings, what AI assistants say about a business, and whether buyers choose it.

By Thryv StudioUpdated

Category
Local SEO
Level
Beginner
Google's rules
No incentives, no review gating, no fake reviews
Best practice
Ask every customer and reply to all reviews

What are online reviews?

Reviews are social proof in public. For local businesses, the number, recency and rating of Google reviews help decide who appears in the map pack, and reviews on third-party sites are among the sources AI assistants cite when recommending businesses.

How to get more reviews

  1. Ask every customer, soon after a good experience.
  2. Make it easy: a direct link or QR code to your review form.
  3. Reply to every review, positive and negative.

What not to do

  • Offer discounts or gifts in exchange for reviews.
  • Ask only happy customers (review gating).
  • Post or buy fake reviews.

All three break Google's policies and can lead to reviews being removed.

Frequently asked questions

How should I respond to a bad review?

Promptly and calmly: acknowledge the problem, explain what you'll do, and move the conversation offline if needed.

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